Relationship marketing vs. transactional marketing for building customer loyalty
By Michael Lowenstein, VP and Senior Consultant, Customer Loyalty Management, Harris Interactive
SearchCRM.com
Transactional marketing is all about delivering the rational, or functional, basic table-stakes components of value delivery. This type of marketing generates passive, transitory, and reactive relationships with the customer, and tends to be short-term in nature. Transactional marketing also tends to commoditize the value proposition.
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